Wieden + Kennedy & Nike: “The power’s in the mind”

On August 4, four-time Olympic Gold medallist, Mo Farah won the 10,000 metre race at the IAAF London World Championships. On August 17 12, he will run his last race, the 5,000 metres.

In advance of that, Nike has paid tribute to the athlete known for his “unbeatable smile” and Mobot pose, with a film by Wieden + Kennedy that reveals the struggles behind it.

The film narrated by spoken word artist, George the Poet, shows the gruelling training regime and setbacks that Farah had to conquer to achieve success and the resilient mindset he had to harness to do so.

In its blog Nike wrote, “A powerful tribute from London-born spoken word artist George the Poet captures the human truth we all recognise; that behind every smile, there is a story that is never as easy as it seems. Today, we celebrate Mo.”

The film, Smile, was directed by Mark Zibert and produced by Rogue Films.